The best truck driver recruitment campaigns start with solid employment branding, the kind of branding that creates real loyalty and attracts the best talent.
Tim Sackett, Executive Vice President for HRU Technical Resources, uses a story involving o.b. Tampons to make an excellent case for that very point. Here’s a brief summary:
Missing Tampons Create Mad Scramble.
Johnson & Johnson recently announced that there could be a delay of weeks before its mysteriously absent o.b. Tampons was back in stores. Because the product is so unique, the shortage led to a black market. While a box of o.b. Tampons costs $7.49 at Rite Aid, one customer reported in an online forum that she recently bought a box on Amazon.com for $39.
So, what does this have to do with Employment Branding? Everything, of course!
Make your Employment Brand Scarce!
99% of HR Shops don’t do this, or at least don’t do this well. We don’t look at making our employment brand scarce, we look at making it larger. We spend a ton of resources trying to make our employment brand bigger than it is, more known, more visible. And in the end what do we end up getting for all of this? More. More candidates. More interviews and screenings. More work.
Think Of Recruiting Like Professional Fishing.
In professional fishing, you don’t want more fish, you want the biggest and best fish. Recruiting is no different. I don’t want more candidates. I want the right candidates. Most HR Shops get this confused – primarily because executives and operations don’t get this concept.
So, What Should You Do?
Stop getting more. Don’t take just anyone into your organization, only take the best. Not just the best of what you found. Don’t tell me it can’t be done. J&J found out how to do it with Tampons. I’m pretty sure you can figure out how to do it with Talent!
Click on the following link to read the entire article, “Tampons and Employment Brand Scarcity”